Product design brief
Before you design a product, it’s best to determine exactly what’s required. These ten headings can be the starting point for any product design brief and can be adapted to suit the individual needs of the project.
Background
Provide an overview of the product, including its name, any key contacts/stakeholders involved in its development, critical timelines and budget.
Evaluation
If there’s an existing version of the product, evaluate its successes and failures. Why is a new version of the product being developed?
Business Objectives
List the business objectives of the product. What does the product aim to achieve?
Target Audience
Profile the target audience and describe some of their key tasks when using the product.
Marketing and Promotion
List the key messages of the product. Outline strategies for promotion.
Content
Describe the product’s content in terms of source, structure, format and the process/frequency of updates.
Design
Describe preferences for the design of the product (colour, style, format etc.) Refer to examples if required.
Functionality
Detail any specific functional requirements of the product (notably for online products).
Looking Ahead
Outline any future strategies or changes for the product.
Comments
If required, add any extra comments that may not have been covered above.
A brief that includes this information will give you the detail and direction to design a product that best meets the needs and expectations of the client.